How to get clients as a lawyer: Proven and tested tips

August 29, 2022

How to get clients as a lawyers
Law firms exist in one of the most competitive client sectors, which makes it difficult to stand out. Although there are over 1.35 million lawyers in the US, that equals 1 lawyer for every 246 Americans, and not all of these people need your services. How can lawyers beat these odds?

How do lawyers typically get clients?

According to Clio’s 2019 Legal Trends Report, 59% of clients seek a lawyer through referral, while 57% search for lawyers with an online search engine. A lawyer that asks clients to leave reviews and works on their online presence will attract more clients than from any other method.

At the same time, Cilo’s report shows that lawyer-to-lawyer networking is another great way to find clients. This works well if your network is made up of lawyers in a non-competitive niche. For example, a personal injury lawyer can connect with a labor law attorney and share clients.

How to get clients for your law firm

When looking into client acquisition, pay attention to the customer journey. First impressions matter to your clients, and you should always keep this in mind when creating a strategy.

Make your law firm easy to find

Unless you’re marketing to Gen Z, who typically use TikTok to search for advice, the majority of your clients use Google to find you. Even if a person finds you via TikTok, you’ll still use a lot of the same techniques to make you more visible, like search engine optimization or SEO.

Marketing agencies, like OnTheMap, can help you get started with SEO. OnTheMap’s services include personal injury lawyer SEO, content writing services, web design, among other things.

However, being visible isn’t just about creating a high-performing website or using pay-per-click (PPC) ads. Although these things are important, lawyers need to be everywhere their clients are, which includes Law Firm Directories, Youtube, and social media platforms, like TikTok.

Create a high-performing website

If your clients can find you easily (and your content offers them value), they’ll start to search for your website. Ideally, all of your platforms will link to your website. A website can make your law firm appear more credible, which helps with lead generation and converts more clients. Just look at this St. Louis law firm website. Faces of the brand on the homepage, warm welcome and clean service pages.

At the same time, all of your marketing efforts will fail if you don’t concentrate on your website’s performance, which includes technical SEO and an optimized on-site and off-site SEO strategy.

On Google, clients will look at the top of the page, the Google My Business section (the area at the top or right of the page that features a map and business information), or with organic search results. Organic search results are generated via SEO through websites and content.

Design eye-catching infographics

Infographics are visual representations of knowledge. Created to present complex information quickly, infographics are perfect for improving cognition and organizing data. Since law topics are often seen as boring, infographics can be used to inform clients in a fun, accessible way. 

For example, a lawyer could make an infographic called “why hire a personal injury lawyer?” Not only would your content be easily digestible, but it would also answer why they should hire you.

Lead generation can even happen off-site if your infographic does a good job at explaining law concepts. Other bloggers love to share infographics, and by law, they have to link back to your website when they use it. If you add a watermark to your infographic, clients can easily find you.

Be nice and helpful to clients

Reviews, testimonials, and recommendations are strong marketing tactics no matter what you offer. But, lawyers thrive on such tactics because their services are expensive and, depending on the case, the right attorney could make the difference between jail time and walking free.

If you have a good track record with clients, you have to ask them to leave a review. At the same time, you need to be nice and helpful to clients, regardless of case outcome or record.

A helpful lawyer is someone who answers legal questions truthfully, either on their website or in person. A nice attorney would explain to clients what they can expect if they use your services or go to trial. If your clients can trust you to do your job, the recommendations will start piling in.

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